Research On The Development Strategy Of H Real Estate Company Under The New Asset Management Regulations

With the continuous acceleration of urbanization in China,the real estate industry has also developed rapidly and has become one of the pillar industries of the national economy.Throughout the history of real estate development for more than 20 years,it has undergone many policy adjustments,and is currently in the third tightening policy period,which is also the stage with the strictest policy and the longest duration.At this stage,"housing,not speculating" has become the keynote of the overall regulation,with the aim of building a stable and long-term industry development mechanism.It not only restricted the purchase and loan of commercial housing,but also introduced comprehensive control policies in terms of land acquisition,sales policies,financing policies and other aspects.In particular,the release of the new asset management regulations in 2018 and the implementation of the follow-up real estate "three red lines" financing new policy have brought a huge impact on the capital-intensive real estate industry,and it is necessary to make important efforts for the survival and development of real estate enterprises reform.As a typical high-debt private real estate enterprise,Company H has developed rapidly in recent years and once ranked among the top ten in the industry.However,under the background of the release of new asset management regulations,the industry’s competitiveness has declined,debt crisis has become prominent,and revenue and profit have declined.Serious Problem.After analyzing the current situation of H company,this paper finds that to deal with changes in the macro environment and its own situation,we should not only start by solving the financing channels,but should adjust the company’s development direction from the height of the company’s overall strategy,and no longer insist on high-speed that is not suitable for the environment.Expand the development strategy,and take certain defensive measures to resolve the crisis,reverse the situation,and provide a new strategic direction for the future survival and development of the enterprise.This paper adopts the expert interview method and case analysis method,and applies the PEST analysis method,EFE,IFE analysis model,and SWOT matrix analysis model to comprehensively analyze the changes in the internal and external environment of H company,and sort out the company’s internal advantages and disadvantages,external opportunities and threats.From qualitative to quantitative analysis of the necessity of H company’s corporate development strategy adjustment,and provide strategic planning,implementation plans,implementation guarantees,etc.It is hoped that through the content of this article,real estate enterprises can fully understand and support the important national regulatory policies,so as to realize the original intention of issuing new regulations on asset management and other policies,and promote the healthy and orderly development of the entire industry,which is in line with the general direction of national economic development.